While almost every area of healthcare is growing, the medical billing solutions industry is skyrocketing – and there’s no slowdown in the forecast. As noted by ST Advisors, the revenue cycle management (RCM) market in the US alone is poised to hit $9 billion per year in 2018, spurred in part by changes to medical reimbursement regulations.
However, as is the case in other industries that are enjoying significant growth, surging revenues in the medical billing industry have attracted new competitors, including major players like ADP. This is forcing firms of all sizes – especially smaller and mid-sized organizations – to find new and smarter ways to attract, onboard and maintain high quality clients. And that’s where inbound marketing enters the picture.
Unlike conventional “interrupt” marketing, inbound marketing is ideal for helping medical billing solutions companies establish a presence in their marketplace (which can be local, regional and/or national), and increase both clients and revenues.
Below, we highlight 3 fundamental reasons why medical billing companies shouldn’t be asking themselves “do we need inbound marketing?”, but rather “how do we start taking advantage of inbound marketing ASAP?”.
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Automatically Segment Messages to Various Targets
Each customer type (i.e. buyer persona) has unique medical billing related challenges and goals. For example, family physicians deal with different billing codes, costs and liabilities compared to plastic surgeons, optometrists, and so on.
With inbound marketing, medical billing solutions companies can craft targeted messages – such as blog posts, articles, social media content, ebooks, whitepapers, newsletter, videos, landing pages, infographics, etc. – for each of these groups, which is far more effective than generic messaging.
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Usher Customers Forward – Without “Selling”
Once a connection is made, medical billing solutions companies can use inbound marketing to usher customers forward through the customer journey – but without coming across as “selling”.
This is extremely important, because conventional sales messages aren’t just ineffective in this context, but they’re outright counterproductive. That is, medical billing solutions companies that are perceived by medical practices and organizations as “aggressively focused on making a sale” will be rejected in favor of competitors that are taking a more relationship-focused approach.
Inbound marketing is fundamentally designed for building relationships, and for nurturing them across a customer journey/sales cycle that can sometimes last for several weeks or months from initial point of contact, to entering into a contractual agreement.
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Stay On Top of Industry Changes
The medical billing solutions industry is constantly changing in light of new regulations, processes, codes, technology, and so on. Inbound marketing helps medical billing solutions companies clearly and compellingly inform customers that they’re on top of these changes, and have something informative and authoritative to say.
For example, they can offer an ebook on 5 ways medical practices can reduce medical billing errors, distribute an infographic spotlighting the most common errors, and so on.
Learn More
To learn more about how inbound marketing helps medical billing solutions companies, contact the Leap Clixx team today. We’ll work with you to design a strategy and game plan that fits your organization, your budget and your marketplace – because while the industry is booming, the rewards will go to companies that stand out for all the right reasons vs. getting lost in the crowd.
If you're a medical billing solutions company wanting to learn more about inbound marketing, download our FREE eBook "A Guide to Inbound Marketing Best Practices":
Topics: Inbound Marketing
